Akron Hospital


Akron Children’s Hospital faced stiff competition for recognition in the level of care they provided to their patients in comparison to the two other hospitals in the area that also had specialized programs for children.   Akron Children’s Hospital turned to Marcus Thomas LLC, to help them conduct the needed research into their own operation and how best to market or change in order to compete with the other two hospitals.

Marcus Thomas first step was to become a fly on the wall in side the hospital and watch the interactions between the staff and the patients, watching the patients throughout the entire process of there stay.   This is a type of behavioral observation.   Behavioral observation offers a couple advantages in this particular situation.   Observing children is one of the only ways to get information on them (Cooper, 2011).   Also observation will allow the company to note any behavior or activity that is so routine that members’ of the staff may not recognize it as part of the process.   In this instance of behavioral observation the company choose well as the negative aspects of observing were downplayed as it all occurred in the hospital and there was no chance at a change of venue.   The largest possible negative is that the staff was aware of being observed.   The simple act of observation can change the way a member of the staff would interact with a patient if the staff perceived a threat (Cooper, 2011).

In this particular instance the negative to Observational behavior study may have played into their hands.   Through this research Marcus Thomas came up with a marketing strategy the emphasized how the staff interacted and expended its own energy towards the patients, effectively putting the patients first in its concerns.   So in this case even if the observational research unwittingly created an environment where the staff felt a higher need to attend to the patients needs, it did create a way to market and differentiate Akron...